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[email protected] What Email Marketing Can Do For Your Band: Learn From the Superstars Trent Reznor, frontman for industrial rock band Nine Inch Nails, has earned a reputation as a marketing maverick. He engages fans, building loyalty and watching sales naturally follow. In the Nine Inch Nails online forum, Reznor tells musicians they can be their own best marketers: “If you are young and use the Internet, you know more about your audience than [labels] do – for sure. This is a revolution and you can be a part of it. The old guard is dying; if you have good ideas – try them.” Email marketing is the perfect medium to try out these new ideas. In 2007, Nine Inch Nails began marketing independently when its contract with Interscope Records ended. Reznor organized an online scavenger hunt to entertain fans. He even scattered free, shareable USB keys loaded with their music at a few concerts. “If you have nothing in common with American Idol and you don’t want to be the Pussycat Dolls, then you don’t really want to be on a label.” To a label, Reznor points out, your vision and your longevity won’t be important. He suggests using new media and modern communication – such as email marketing – instead. “Give your music away as high-quality DRM-free MP3s. Collect people’s email info in exchange (which means having the infrastructure to do so) and start building your database of potential customers.” In 2008, Reznor gave away NIN’s album The Slip in exchange for fans’ email addresses. Coldplay did the same with their album Left Right Left Right Left in 2009. A new full-length album costs about $14.99, and bands never see the full amount. Considering that Music City Networks found that the average fan email address brings in $111 yearly, that’s no small deal. These groups scored not only a higher return on their investment, but also invitations into their fans’ inboxes, which are priceless. “Offer a variety of premium packages for sale and make them limited editions/scarce goods. Base the price and amount available on what you think you can sell. Make the packages special – make them by hand, sign them, make them unique, make them something YOU would want to have as a fan.” 2 AWeber.com • 1-877-AWeber-1 •
[email protected] Ghosts I – IV, a 36-track Nine Inch Nails album, was offered in a variety of packages. Although the attribution license let fans digitally share the album for free without penalty, the packages grossed $1.6 million within one week of their release. “There are a lot more bands today, a lot more clutter. Try to identify what it is you’re trying to do. Play up your strengths and present them.” Your look, your sound, your attitude – what makes you stand out? What resonates with your fans? What kind of an impact are you making with them? If your band doesn’t use email to communicate with fans, you're missing a valuable tool that could extend your reach and cut costs, as over 80% of respondents polled by evocos, a British event management company, have learned. Whether you’re playing at a coffee shop or a concert hall, email is a logical choice for spreading the word about upcoming shows. 3 AWeber.com • 1-877-AWeber-1 •